Advertisers are working with Internet browser developers for a "do-not-track" system. An alliance of seven industry trade groups, including the Association of National Advertisers and the 4As, are talking to Microsoft and Mozilla, among others, about how to make such systems work. The tool would allow surfers to let marketers know they don't want their online activity monitored. Both of the above companies have these tools but advertisers would have to honor Web-user "do-not-track" requests for them to have practical value.

Jockey International has launched its first TV spot with Denver Broncos QB Tim Tebow, who signed with the brand last year. Michael Jordan, meanwhile, is touting Hanes. Tebow will tout Jockey's new Staycool underwear designed to help regulate skin temperature using a NASA-developed moisture-wicking product called Outlast. The spot breaks April 4 on national cable, including ESPN, E!, CNN, Spike and Discovery and is paired with an online promotion, "Staycool Challenge."

Toyota's Miyagi assembly plant that makes the Yaris small car will be offline for at least another month. A source said repairs are finished and electricity is back but there are no supplies of natural gas. The automaker has resumed production of three hybrid models but most of its 18 assembly plants are still shuttered and will remain so "indefinitely."

Hollywood's new chief lobbyist, former Sen. Christopher Dodd, D-Conn., said the movie industry can't market itself. He made the comments at the CinemaCon convention this week. He said that because of Hollywood's lack of unified message and marketing, Washington thinks of it as all "red carpets and tuxedoes" rather than as an important sector of the U.S. economy that employs millions and pumps billions into the economy. He suggested theater owners could get involved by hosting Saturday morning community meetings where they could explain problems facing the business. He said he would have been more impressed by such an event …

CVS Caremark Corp. has promoted CMO Helena Foulkes to chief healthcare strategy and marketing officer. As CMO, Foulkes led the launch of CVS's ExtraCare discount card and Maintenance Choice program allowing Caremark beneficiaries to pickup up 90-day prescriptions at pharmacies or get them through the mail.

Carmelo Anthony, who came to the New York Knicks in February from the Denver Broncos, has signed a marketing deal to tout mobile brand Boost Mobile. The partnership includes New York media and marketing, as well as a billboard near Madison Square Garden.

American Express has launched a digital payment service called Serve that lets customers choose various options for making payments linked to a single account. The account can be funded from bank accounts, or debit, credit or charge cards and payments to it can be made online, via mobile phones, or at stores honoring American Express.

Philadelphia International Airport is trying to reduce its carbon footprint via a deal with a company that follows the adopt-a-highway model of sponsorship. Adopt-A-Watt makes photovoltaic displays using solar panels and brings in sponsors who get their names on signs.

The new "Green Lantern" movie is having a "Spider Man: Turn Off The Dark" moment. The film is supposed to hit movie theaters in three months, but it needs a bit of advertising to get the message out. The movie is Warner Brothers' first DC Comics film meant as a summer tent-pole movie, but Warner Bros. can't tout the $200 million flick because it is still working out special-effects kinks. The company's worldwide marketing president, Sue Kroll, said the initial trailer was poorly received because the critical sequences featuring intricate effects were still unfinished.

Columnist Marc Babej argues that 2011 is a poster-year for how marketers need to stay ahead of events. A "Black Swan" year (Nassim Taleb's term for how unrelated, unpredictable events can reverberate and amplify their regionality and become global) because of the domino-effect revolutions in the Middle East and the incredibly bad coincidence of Japan's earthquake and tsunami, 2011 has a big question mark on it. Babej says global events like the ones now unfolding are why marketers have to stay ahead of events and not just respond to them after they happen. "At a time when consumer priorities and …